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- Tips & tricks for next year, Header bidding on VMO screens, moving media's evolution + more
Tips & tricks for next year, Header bidding on VMO screens, moving media's evolution + more
DOOH Community Issue #22
DOOH Community
December 05, 2022
DOOH Community is your weekly wrap-up of all things digital out-of-home, buckle up and let's get started!
This Weeks Top ANZ Stories 🥝 🦘
Vistar Media Gives 5 Metrics For DOOH In 2023 📈
Source: AdNews
Quick Breakdown:
Ben Baker, Vistar Media's APAC Managing Director has shared his thoughts on DOOH measurement
An increase in DOOH media owners supporting programmatic advertising has led to brands being able to deliver more out-of-home content than ever before
DOOH is now at a point that it can be measured in a similar manner to other advertising channels
Measuring DOOH used to be a lot harder and without actionable data, this is changing due to technology and data improvements
Ben Baker outlined 5 key ways that programmatic DOOH can be measured going forwards
Brand Health - How a brand is perceived in market, is generally measured via brand studies and useful for campaigns focused on new branding, general branding or rebranding efforts, product launches and intent or action-driving measures (tune-in, visits, download, etc.).
Foot Traffic - How many people are entering a store after being exposed to DOOH campaigns. Interestingly, when consumer awareness is high DOOH drives intent and action by steering people to locations.
Online Activity & Web Conversion - Brands use this type of measurement to; learn how many consumers are visiting a site after being exposed to DOOH; understand how many exposed consumers are signing up or making purchases; and see in-app metrics, such as a lift in activity or orders after DOOH campaign exposure.
Sales Lift - Measures the impact DOOH campaigns have on the increase in sales.
Device ID Passback - Provides marketers with the device IDs of the individuals who were exposed to their DOOH campaign in a privacy-compliant manner.
"As DOOH advertising continues to evolve, we must discard the notion that it is an old-school form of advertising, ensuring that marketers integrate the medium into their plans. Thankfully, DOOH is now as measurable as any other advertising channel providing valuable insights and data to maximise untapped success."
Our Thoughts:
Programmatic DOOH has started to dominate the advertising world in recent years, and 2023 won't be any different. Previously it has been hard to track and justify to brands the value of such an "old-school" one-to-many platform, but as Ben Baker has pointed out, that's no longer the case.
Changes to technology and data connections makes tracking the impact of programmatic DOOH much simpler and easier to compare to channels such as online or CTV.
VMO Enables Hivestack Header Bidding 🪧
Source: Val Morgan Outdoor
Quick Breakdown:
VMO has announced they are partnering with Hivestack via the Hivestack Header Bidder integration
This integration will allow VMO to offer its inventory to a large range of demand partners all at the same time
Brands & advertisers will now be able to access equal opportunity to be shown across VMO's network
Header Bidding also helps advertisers optimise bid prices based on the DSPs recommended bid price to secure programmatic impressions
The waterfall process was a predecessor to Header Bidding, which allows buyers to reach the right audience when and where it's needed
Hivestack's Header Bidder aims to save publishers time and ensure that programmatic revenue is optimised
“VMO has always driven innovation utilising the latest technology in the outdoor space, and the introduction of Header Bidding is another evolution. We’re dedicated to building the outdoor network of the future and providing innovative solutions for our partners.”
Our Thoughts:
Hivestack is helping drive the adoption of programmatic DOOH thanks to their header bidding technology. By providing a simple and easy solution to programmatic mediation, Hivestack supports both DOOH providers and brands/advertisers.
DOOH media owners are able to make their inventory available to a range of advertisers without having to rely on a sales team or installing a range of software solutions. Brands/advertisers are able to easily access a new advertising channel with a large range of inventory without having to learn entirely new platforms for each location.
Programmatic mediation really is a win-win for everyone involved and is the future of programmatic digital out-of-home advertising.
Laura Wall Joins QMS 👩💼
Source: QMS
Quick Breakdown:
QMS has announced that starting immediately, Laura Wall will be joining their team as the Head of Programmatic Sales
Wall will be leading QMS' programmatic efforts across Australia
Part of her role will be to support sales teams delivering on agencies requirements for integrated solutions
Previously at Samsung Ads, Wall was the Head of Agency Sales for ~2 years, she also has experience as Head of Programmatic Sales at Shopper Media, Senior Agency Account Manager (Programmatic) at Seven West Media, and Senior Account Manager at Fairfax Media
“Her expertise will drive positive change for clients and agencies as to how programmatic can enhance the way in which they buy out of home media in a data-driven way, creating better outcomes for clients.”
Our Thoughts:
Laura Wall has a range of experience across media channels, with a clear focus on programmatic in both DOOH and non-DOOH channels. She's going to be a great fit and we can't wait to see how she helps drive QMS' programmatic growth.
Congratulations on the new gig Laura!
This Week's Top Global Stories 🌎
Nexon Teams Up With Hivestack To Advertise "MapleStory M" In Singapore 🎮
Source: Hivestack
Quick Breakdown:
Nexon partnered with Hivestack to launch their programmatic DOOH campaign for their MMORPG "MapleStory M" to audiences in Singapore
The campaign is known as the inside-out campaign and was designed and planned in South Korea, but activated in Singapore
Nexon was targeting gaming enthusiasts at key locations, such as malls, subways, and on roadside billboards
By combining their own first party data with Hivestack's predefined audience set, Nexon was able to target and promote their campaign within a selected radius to huge success
Nexon saw the success of the programmatic DOOH campaign, and have already started work on an additional campaign
"Consumer trust in OOH advertising coupled with programmatic DOOH technology allowed Nexon to reinforce MapleStory M’s position in Singapore as one of the top rated games as well as solidify their position as global leaders in the future.”
Our Thoughts:
It's great to see such a large gaming company take an interest in programmatic DOOH and try the channel out for the first time. What's especially interesting about this campaign is the way that a South Korean company was targeting a Singaporean audience.
Generally, when we see DOOH campaigns, they're very locally focused, but this just goes to show that with the right data and the right channel partners, you can reach global audiences with DOOH.
Place Exchange Launches Geospatial Ad Units 🚙
Source: Place Exchange
Quick Breakdown:
Place Exchange has announced the launch of their latest product, geospatial ad units, explicitly for mobility media (DOOH that is on the move)
Currently available to Place Exchange's mobility partners: Curb, Firefly, Lyft Halo, Octopus, Road Runner Media, Uber OOH, and more
Geospatial ad units allow Place Exchange to convert zip codes (and other locations) into ad units, which advertisers can then use to target their ideal audience
This will improve the accuracy of target ads and forecasting capabilities compared to the traditional approach of targeting specific vehicles
Mobility media is a growing format and allows advertisers to reach audiences on every street, something traditional D/OOH can't achieve
Geospatial ad units also remove the need to track and identify specific cars as locations are used, providing drivers and riders with more safety
Point 3
“This is an exciting improvement in planning and targeting for DOOH and unlocks moving media to a greater variety of campaigns. Through our integration with Place Exchange, Yahoo is one of the first DSPs to leverage this capability, enabling clients to reach and engage consumers through this unique and powerful real-world medium.”
Our Thoughts:
DOOH is an ever-growing and changing advertising channel, and moving media is one of the latest areas of the industry to receive some love. Rideshare companies are looking for more ways to drive revenue and have been investing in cartop ads recently, with the addition of geospatial ad units, more drivers may opt-in and help Uber & Lyft with their DOOH network growth.
Being able to target specific locations is a huge plus for advertisers, it allows them to pick specific locations and know that only those locations will have the ads displayed. We're excited to see how the moving media part of the DOOH industry grows, and how it will impact the rest of the space.
Orange Bank Launches First French Programmatic DOOH Campaign With Jellyfish Via DV360 🦑
Source: OOH Today
Quick Breakdown:
In launching their latest multi-channel campaign for Orange Bank, Jellyfish made us of Google's DV360 DSP to purchase DOOH inventory programmatically
DV360 has only recently made programmatic DOOH available, and Jellyfish proposed the Orange Bank be the first French company to leverage these new capabilities
This campaign ran for 2 weeks across 2,000 Clear Channel displays, primarily in shopping centres, all of which where accessed via the Broadsign SSP
Jellyfish & Orange Bank aimed to use this campaign as a testing ground for setting up an omni-channel campaign via DV360
Executing display, video, and OOH ads on the same DSP simplified campaign planning and drove increased efficiency among Jellyfish’s trading teams
"When presented with the opportunity to buy DOOH programmatically through DV360, we were excited to take it for a test run. Since most of our media display buying takes place through DV360, the end result has allowed us to unify our buying strategies on the same platform, thereby ensuring gains in efficiency and visibility.”
Our Thoughts:
As more advertisers look to adopt DOOH, providing access to the channel via omnichannel DPS tools such as DV360 is a great way to support them in the move. One of the biggest obstacles for advertisers and brands looking to make use of DOOH is finding out how to purchase the inventory.
In the short term, the more SSPs that support omnichannel buying tools, the more likely brands are to start dabbling in DOOH advertising. Long term, hopefully through technologies like mediation, brands will only ever have to learn a single tool and access a range of both platforms and inventory.
Featured Creative 🎨🎅 - Australia Post Christmas Campaign
Another week, another anamorphic creative takes our featured creative. This week we've gone with Australia Post, who have taken to the streets of Melbourne as part of their Christmas campaign. Australia Post wants to remind people to send their gifts by the 12th of December if they want them to arrive on time for Christmas morning.
Not only is it a great creative because it's anamorphic, but it also has great colours that help make it pop against the surrounding landscape. Australia Post has also taken over billboards near the 3D location to help keep their message front of mind.
Well done to the team on executing such a great campaign, hopefully we seem more DOOH usage from Australia Post next year too!
Meme of the Week ☕️
Let us know if you've got any hot tips or scoops like these you want us to share with the DOOH Community
P.s - We're working on a referral program, keep your eyes peeled 👀